General, Marketing with Mansfield

(Now, more than ever!) Why you really need an email newsletter!

Eintouchmail marketing is the most cost-effective and quantifiable way to market your company’s products and services. If used correctly and effectively, permission-based email marketing can easily become your number one customer acquisition and retention tool. Here are five great reasons why patient care facilities should send an email newsletter.

Budget friendly

What exactly does that mean? You have a newsletter subscription list of 500 people and you want to mail them on a monthly or weekly basis. What is that going to cost you? Postage alone will cost you over $200.00 (at least!)

Email newsletter services can charge around $25 a month to maintain a list of up to 500 subscribers.

The intended recipient IS the intended recipient

You send an email to an individual. Period. There is nothing (except maybe a spam filter) to get in the way of your communication.

When you send out a direct mail piece, you cannot guarantee that it will end up in the hands of the person you sent it to.  You just can’t.

Analytics

THIS. This should be the one and only reason for using an email newsletter versus any other type of marketing technique (but some people need more than one reason…)

With an email newsletter, you can tell:

  • When someone opens the email
  • What links they clicked on
  • How many times they have opened the e-mail, and
  • Who has not received the newsletter with the bounce report.

You will never get that kind of data from any mailing you have ever done. You can’t. It is impossible.

Sharing the first open-rate and click-through-rate reports with a new email newsletter customer is so much fun. They are always amazed. Oftentimes they have never seen anything like it. Measurable results are a beautiful thing to anyone even remotely interested in their ROI. In this mixed up, crazy time who doesn’t want to see exactly what they are getting for their money!

Build that pipeline!

Your email newsletter keeps you at the top of your prospective customers/clients/patients minds until they are ready to buy. If someone shows an interest in what product or service you are providing – by replying to the email newsletter or clicking on a link, you can follow up immediately. An email newsletter lets you communicate regularly with your target markets on a consistent and regular basis – share your expertise, customer testimonials, specials and information products.

With each issue that goes out you are establishing credibility, reinforcing familiarity and creating a relationship. People like to do business with those that they know, like and trust. What better way to get someone to “know” you than to communicate with them on a regular and personal level.

Stay in touch with your loyal customers

Everyone knows the statistics on the cost of getting new customers versus keeping existing customers. It costs 8 to 10 times more to acquire a new customer than it does to keep an existing customer.

In O&P patient care, the patients you have to worry about losing are the “easy” ones. The ones you fit successfully without a whole lot of trouble. They did not have any real issues you had to contend with – no big problems to solve. They go home, go about their daily lives and then all of a sudden someone else comes along, does a better job of marketing to them and they are gone!

What happened?

Did you know? When customers have a problem and you fix it, they are actually going to be even more satisfied than if they never had a problem in the first place. True.

Communicating regularly with your existing customers shows that you care about them and want to continue to improve your relationship with them. You want to show them what is new in orthotics or prosthetics. What they need to know about – whether it is reimbursement related or new technology.

Here’s a true story of how an email newsletter could have benefited Ms. CPO who shared this story with me several years ago.

“A prosthetic patient, Sammy, came in to say goodbye and thank me for my years of care. He was going to XYZ O&P because he had received a mailing from XYZ highlighting a fancy new type of limb covering.   I convinced Sammy to stay by explaining that any prosthetist, nationwide, has access to that particular product and that he didn’t need to go to XYZ but could continue receiving care from me.”

In relating the story to me, she was furious. “How could he do that to me? I have taken care of him for years!” she ranted. “Why doesn’t he know that we (practitioners) can all buy the same parts?! That I can get him the same covering?!!”

My answer?

“Sammy did you a favor. He could have just left and not said anything at all and you never would have had the opportunity to win him back. When was the last time you let your patients know what products and services, especially the newsworthy ones, you provide?”

An email newsletter makes it so easy for you to keep your existing customers updated on all the new products and services you provide. It also provides an opportunity for you to remind them of all your other products and services. Do they think you are just the “AFO guy” because that is how they know you? They may have no idea that you provide prostheses or custom knee orthoses.

Tell them.

It can make the difference between keeping a patient and having them head down the street or across town for that “new” patient experience!

Questions? Stories? Need help with YOUR email newsletter?

Email me. Elizabeth-at-cecpo.com

General, Marketing with Mansfield, Orthotic Prosthetic Continuing Education

It’s like REAL…only better!

Simulive.

It’s a real word. Go ahead. Google it. (or just click on that link.)

Simulated + Live = Simulive.

What does it mean? In a nutshell…you can be in TWO places at the SAME time. So, it’s presentation magic.

Virtual. Remote. Online. Webinar. Webcast. Etc. Etc. Etc.

The new presentation/education reality is via computer/phone/iPad/tablet using some type of platform (Zoom, Google, Webex, etc., etc., etc.) which relies on TECHNOLOGY. And what happens when you use technology? Technical difficulties. Right? Bound to happen. Especially when everyone and their actual grandmother is online.
Rightnow. Thisminute. Allday. Everyday. In2020.

Just go online (haha, you’re already there) and if you don’t already have your own list of “why I like least about leaning online” search for “why I hate online meetings” or “remote presentations are the worst.” You’ll be reading for days.

In the rush to get EVERYTHING online, people often forget that quantity is not necessarily quality and that the attendee (and the presenter!) deserve to have a seamless presentation experience. Time is a precious commodity. Just because a lot of us seem to have more of it right now doesn’t mean someone else has the right to waste ours with TECHNICAL DIFFICULTIES or, maybe even worse, the dreaded “uhhhhhhhhhhh” or “ummmmmmmm” or “like, like” or the “hang on for a second, there are chats coming in with questions and I need to read through them while I prioritize which ones to answer.”

we want it

I’ll say it again. The stakeholders – presenters, attendees, moderators, sponsors – should expect to have a seamless online/virtual/remote online learning experience.

Maybe each online event should have an “online event code of conduct.”

I (insert name) do solemnly swear that I will do the following or be forced to watch my presentation over and over and over again as punishment.

  • No technical difficulties
  • No verbal fillers
  • Provide real time interaction with attendees (in a way that does not detract from the content being presented)
  • BEGINNING AND ENDING THE SESSION ON TIME

What’s the key to having a SOLE (Seamless Online Learning Experience)? Simulive.

Contact CEC at  (844) 347-0738 to find out more.

 

 

COVID-19, General, Marketing with Mansfield

Dinner and a Roll

My mantra has always been “marketing is marketing.” To me that means that there are so many clever, fun, interesting, educational and unique ways people use to market their businesses that you can always find inspiration in someone else’s marketing efforts.

What about now? Yes, even now.

Case in point. Toilet paper. Dinner and a Roll.

My son, Jennings, called on Saturday to check in. He is an amazing cook and he’s been outdoing himself on pretty much a daily basis but he wanted a break from being creative and he wanted to make sure to support a local business. He and Emily ordered dinner to go from Mombo. Win. Win. Win. They didn’t have to cook. They supported a local business. They got a free roll of toilet paper with their dinner. And…if you pay $10.00 with your order then they will donate a free meal to those in need – so Win. Win. Win.  Win!

toilet
photo credit: Mombo Restaurant, Portsmouth, NH

What else?

Face masks.

They aren’t going away any time soon. (I was surprised I hadn’t seen or received anything so far but maybe that’s because PPE has been so hard to find.) But, I saw my first “Your Name Here” on a face mask ad yesterday.

Hand sanitizer.

pelHand sanitizer as promotional items have been a thing for a long time now. Most of the ones we’ve been using we got as promo items. PEL, OPGA, FAOP are just some of the pre COVID-19 hand sanitizer promo users.

What else?

There’s always the best-thing-since-sliced-bread marketing juggernaut.

The. Email. Newsletter.

If you never had one before. Why not?

If you don’t have one now. WHY NOT? You needed one before COVID-19 and you definitely need one now.

Keep in touch. Without touching.

Quite simply it’s the best way to market.

Call me 844-347-0738 or email me  – elizabeth@cecpo.com

 

COVID-19, General, Marketing with Mansfield, Orthotic Prosthetic Continuing Education

Orthotic & Prosthetic Providers COVID-19 Resources

Blog_COVID-19-resources

Check out the COVID-19 resource page on the CEC website.

There are links on there – state by state.

Let us know if you have anything you think we should add.

Please let us know if you’ve had difficulty accessing any of the resources, agencies, etc., so that we can make a note.

Federal Resources

 

Organizations

 

General, Marketing with Mansfield

Silver Linings.

Retro cartoon with texture. Isolated on White.This is going to be a quick one! I have to do website updates and email newsletters for O&P patient care facilities, vendors, manufacturers and state associations and AAOP chapters regarding the COVID-19 pandemic and how it is affecting…LIFE.

My parents both have Parkinson’s. That is tough. It was even tougher when they could not participate in programs, support groups, seminars or other face to face events because they couldn’t drive to them pre-COVID-19.

This morning my mom sent me an email from NeuroChallenge.org. She’s on their email newsletter list. Neuro Challenge is a foundation that puts on all kinds of great programs and events for people with Parkinson’s in the Port Charlotte, Florida area. Her email said, “Programs which were too far away from us to attend are now virtual – A silver lining!!”

Neuro Challenge improvised, adapted and overcame which led to a silver lining for my parents.

What are you going to improvise, adapt and overcome that will bring a silver lining to your patients, customers, stake holders?

Need help? Let me know.